Apple Evaluation Case Essay

2513 words 11 pages
As Apple surpassed all major competitors and had spectacular success in 2010, it left CEO Steve Jobs wondering if there was anything that could overturn the drive. “Apple Inc. in 2010”, is an evaluation case. This case will be further discussed using the state-and-prove order using the following five elements: 1. Bottom-line evaluation (position statement) 2. Evaluation criteria 3. Proof of the evaluation 4. Qualifications 5. Action plan

Position Statement Apple’s hits have been executed through first mover advantages, technological advances, and innovative strategies. Based on Apple’s current product positions, their success can continue into the next decade; however, it will be much harder for Apple
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iPhone After two and a half years of development, Apple’s anxiously awaited iPhone was released in 2007. At this time there were already fierce competitors such as Samsung and Motorola who dominated the market, making it very risky for Apple to enter. Apple used the product differentiation strategy, offering consumers with a phone that was unlike anything they’d ever seen before. According to Yoffie & Kim, the first model of the iPhone sold over six million units over five quarters (2010). New models of the iPhone were released in 2008 and 2009, making slight changes to the product and offering them at prestigious prices. Within two years, the iPhone went from zero to 30% of Apple’s total revenue and increased their market share to the third highest in the industry with 14.4% in 2009. Much like the iPod’s iTunes store, the iPhone also had a store of their own, the App store. This allowed consumers to purchase applications to do just about anything they wanted. This was a huge part of the iPhone’s sales and success. While operating systems like Andriod and Symbian, which carried Apple’s biggest competing handset vendors, had approximately 30,000 and no apps respectively, Apple completely dominates them both with an astounding 185,000. Despite offering a new model just about every year, the competitive position in the smart phone industry is relatively weak. While Apple has the most apps, a significant


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